Explaining what content marketing is and why it should be a focal point in your overall marketing strategy can be a difficult task. Use these visuals and talking points to put a game plan together and present your content marketing strategy to your organization.

1. @joefusaroin/josephmfusaro
How to explain content
marketing to your organization.
A complete game plan in 9 slides.

2. @joefusaroin/josephmfusaro
Content Marketing
Content Creation
Create content about topics that are closely related to CRM, marketing automation,
management.
Topic A
Topic D
Topic B
Topic E
Topic C

3. @joefusaroin/josephmfusaro
Content Marketing
Distribution
Optimize this content so that you’re found via organic Google search as well as social
media channels such as Twitter, LinkedIn, Google+ and others.
#TopicA
Topic D
“Topic B”
Topic E
#TopicC

4. @joefusaroin/josephmfusaro
Content Marketing
Lead Capture
Convert this traffic into Leads
via blog posts, whitepaper/ebook
downloads, and more.
Whitepaper Download
Name
Email
Title
Sales Tips
Marketing
Automation
CRM
Administration
Data
Management
Marketing
Technology

5. @joefusaroin/josephmfusaro
Content Marketing
Lead Nurturing & Marketing Automation
Convert this topic interest into product interest via lead nurturing and educational
content.
Interest
Level
Low
Medium
“Hi Joe, check out
this case study…”
“Hi Joe, I think we
can help you do X,
Y & Z…”
High

6. @joefusaroin/josephmfusaro
Content Marketing
Recap
The goal is to convert topic
interest into product interest
via lead nurturing and
educational content.
Topic Interest
Brand Familiarity
Lead
Nurturing

7. @joefusaroin/josephmfusaro
Content Marketing
What Content Marketing Is What Content Marketing Is Not
● Educational in nature
● Meant to convey thought leadership
in a specific domain
● Topic-focused
● A sales pitch
● Product-focused

8. @joefusaroin/josephmfusaro
Content Marketing
Core Topic
Buyer Type 1 Buyer Type 2 Buyer Type 3 Buyer Type 4
Based on analysis of your active customer base and taking into account the business goal of
increasing our presence in industries X, Y & Z, we intend on dividing up our content generation
efforts to address the interests and pain points of these four buyer types.
50% 25% 12.5% 12.5%
50% of our content will be geared toward Buyer Type 1, 25% of will be geared
toward Buyer Type 2, and so on.

9. @joefusaroin/josephmfusaro
Content Marketing
Buyer Type 1 Buyer Type 2 Buyer Type 3 Buyer Type 4
- Topic A
- Topic B
- Topic C
- Topic D
- Topic E
- Topic F
- Topic G
- Topic H
- Topic I
- Topic J
- Topic K
- Topic L
This is a breakdown of relevant topics related to our prospects’ department and job level.

10. @joefusaroin/josephmfusaro
Content Marketing
Buyer Type 1 Buyer Type 2 Buyer Type 3 Buyer Type 4
- Pain Point A
- Pain Point B
- Pain Point C
- Pain Point D
- Pain Point E
- Pain Point F
- Pain Point G
- Pain Point H
This is a breakdown of pain points related to our prospects’ department and job level.